TAG Heur appoints Cara Delevingne as new feminine ambassador

Skate park or red carpet? Sneakers or stilettos? Ravishing smile or funny face? Difficult choices to make, which is why TAG Heuer takes it all and chooses Cara Delevingne — the most disruptive It Girl of the moment — as its new feminine ambassador.

She has a massive social media presence(9.2 million fans on instagram, 2.1 million followers on twitter, 1.7 million fans on facebook), is up for everything, and relishes freedom.

For a sense of proportion, her followers on instagram is almost TWICE the population of Singapore!

Born under the sign of Leo in London in 1992, Cara is the new ruling queen of the media jungle, the It Girl spokesperson for the online generation, and the top fashion model of our day.

Before Cara, top models stared out from magazine covers and walked down catwalks. By just being herself, she doesn’t just give us another pretty picture, but a whole, extraordinary, irreverent and gloriously gorgeous package.

TAG Heuer held Cara Delevingne’s “Welcome to the TAG Heuer Family” fête in the Salle Melpomène, the most beautiful room in the Ecole des Beaux Arts de Paris. About 150 journalists and VIPs attended the event.

The exhibition space, named after the Greek muse of tragedy, was magically transformed for the occasion into a theatre of antiquity, with the solemnity of a red carpet experience and the unexpected presence of wildness. Cara, unafraid of the muse’s spell, showed her impish tomboy side as she strode boldly down the aisle, gliding around … a lion:

Yes, lion, like the one tattooed on her index finger, her emblem — with floating mane and graceful gait perfectly matching Cara’s. The audience was stunned into silence; no one had expected it, or seen anything like it.

Jean-Claude Biver, CEO of TAG Heuer and President of LVMH Watches Worldwide, greeted Cara Delevingne by offering her a TAG Heuer Formula One Steel and White Ceramic Chronograph set with diamonds—the perfect match for Cara’s unique rock’n’roll glamour:

“I am delighted to welcome Cara into the TAG Heuer family,” said Mr. Biver. “This is always a very solemn moment. The TAG Heuer family is not just an idea, it is a team, with true team spirit. We needed someone disruptive yet elegant like Cara to open our minds to the brashness and boldness of today’s youth. TAG Heuer has set its sights on “it-ness”, and Cara is just the person to help us get there. Thank you for joining the team, Cara, and welcome aboard!”

There are some detractors of course, some animal rights groups are pissed with Cara for using a lion cub as a prop for publicity. What do you think?